S11E03: A New CEO & the $6,000 bike: What's Going On At Harley-Davidson?
About this episode
Harley-Davidson's recent changes, including a new CEO, are explored in depth, focusing on the company's financial health and strategic direction. The episode discusses the impact of declining motorcycle sales, particularly in the touring segment, and the challenges faced by dealerships. Insights into Harley's historical CEO approaches reveal contrasting strategies, with the latest leadership aiming to balance premium offerings with potential new affordable models. The conversation also touches on the future of electric motorcycles and the possibility of a new $6,000 model, highlighting the complexities of appealing to both traditional and new riders.
Spurgeon is joined by Common Tread's Lance Oliver to take a deep dive into the financial and structural changes rocking the Harley-Davidson corporate world. From a surprise CEO change (Arty Stars from Topgolf and Pizza Hut) to a dealer revolt and the future of the brand, we're cutting through the clickbait to deliver a rational, fact-based look at the Motor Company.
Check out more from RevZilla:
- Common Tread: News, opinions, and written reviews
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Motul
"...but first a word from our sponsor, Motul. But you've noticed that your motorcycle brakes aren't providing as much stopping power as they once did."
Motul makes oils and fluids for cars and motorcycles. They are popular among enthusiasts for their quality products.
Motul is a well-known manufacturer of automotive lubricants and fluids, including engine oils and brake fluids. They are recognized for their high-performance products used in both motorsports and everyday vehicles.
brake fluid
"...but now you need brake fluid."
Brake fluid helps your brakes work. When you press the brake pedal, the fluid moves and makes the brakes stop the vehicle. It's important to keep it filled and in good condition.
Brake fluid is a hydraulic fluid used in braking systems to transfer force from the brake pedal to the brake components. It's essential for effective braking performance and must be maintained at proper levels.
Harley Davidson
"we're going to be talking a lot about Harley Davidson, their financials, the situation they are currently in, shifting CEO roles and"
Harley Davidson is a well-known company that makes motorcycles. They are famous for their big bikes and have a loyal fan base.
Harley Davidson is an iconic American motorcycle manufacturer known for its heavyweight cruisers and a strong cultural following. The brand has a rich history and is often associated with freedom and rebellion in motorcycle culture.
Suzuki GSX-R
"...talking about the Suzuki GSX-R. And say that one ten times fast, Lance, I dare I wish I could."
The Suzuki GSX-R is a type of motorcycle designed for speed and performance. It's well-liked by riders who enjoy racing or sporty riding.
The Suzuki GSX-R is a series of sport bikes known for their performance and racing heritage. They are popular among enthusiasts for their speed and agility on the road and track.
Honda CBR 600 RR
"...if you wanted to buy a sport bike, you had to go out and spend a lot of money and get something like a Yamaha YZF R6 or Honda CBR 600 RR. And they were a real handful to ride..."
The Honda CBR 600 RR is a popular motorcycle known for its speed and handling. It's designed for sport riding and is often used in racing.
The Honda CBR 600 RR is a renowned sport bike that offers a blend of performance and handling, making it a favorite among both amateur and professional riders.
Kawasaki Ninja 500
"You can buy a Ninja 500 from Kawasaki. You can buy the Yamaha YZF R7 is less, less expensive."
The Kawasaki Ninja 500 is a type of motorcycle that is good for beginners because it's easy to handle and not too powerful.
The Kawasaki Ninja 500 is a sport motorcycle known for its balance of performance and accessibility, making it a popular choice for new riders.
KTM 990 RCR
"...Zach got heard on that he's recovering from was he was at a launch for the new KTM 990 RCR..."
The KTM 990 RCR is a type of motorcycle that has a full fairing for better aerodynamics and is designed to be easier to ride, especially for those who are new to sport bikes.
The KTM 990 RCR is a sport motorcycle that features a fully faired design and a parallel twin engine, aimed at providing an accessible riding experience.
Honda Super Cub
"The Cub. The Cub. This is a 1966 C100 Super Cub. Holy cow. Then my original idea, my father's bike was either a 65 or 60..."
The Honda Super Cub is a small motorcycle that is very easy to ride and maintain. It's famous for being one of the best-selling bikes ever, with many people using it for commuting and everyday tasks.
The Honda Super Cub is a popular motorcycle known for its reliability and ease of use. Introduced in 1958, the C100 model became one of the best-selling motorcycles of all time, with millions sold worldwide.
Harley Davidson Street 500
"...they specifically tried to add a few more affordable models. The Street 500, the Street 750..."
The Harley Davidson Street 500 is a smaller motorcycle that's easier to handle, making it great for city riding.
The Harley Davidson Street 500 is a lightweight motorcycle designed for urban riding, featuring a smaller engine for accessibility and ease of use.
grand American touring category
"...the grand American touring category, the way Harley breaks down their numbers, that's their big touring bikes. Like you mentioned, the street glide and the others."
This is a type of motorcycle that is built for long trips, making it comfortable to ride for many hours. They often have extra features like storage space and comfortable seats.
The grand American touring category refers to a segment of motorcycles designed for long-distance travel, emphasizing comfort, storage, and performance. These bikes are typically equipped with features that enhance the riding experience over extended journeys.
Harley-Davidson Street Glide
"...that's their big touring bikes. Like you mentioned, the street glide and the others."
This is a type of motorcycle made by Harley-Davidson that is designed for long rides. It has features like a windshield and storage bags to make traveling easier and more comfortable.
The Harley-Davidson Street Glide is a popular touring motorcycle known for its comfortable ride and modern features, including a fairing and saddlebags for long-distance travel. It is part of Harley's touring lineup and is favored by riders who enjoy both style and functionality.
Harley-Davidson Sportster
"I want to back up to the sportster for a second. And, you know, under Levitage, the sportster was still what people thought of as the traditional sportster, right?"
The Harley-Davidson Sportster is a popular type of motorcycle that has been around for many years. It's known for being lightweight and having a classic look, making it a favorite among riders.
The Harley-Davidson Sportster is a line of motorcycles known for their lightweight design and classic styling. Traditionally, they featured air-cooled engines and have been a staple in Harley's lineup since the 1950s.
EVO engine
"You had the air cooled 883s, the EVO, the EVO engine and the twelve hundreds."
The EVO engine is a type of engine used in Harley-Davidson motorcycles that was introduced in the late 1980s. It is known for being more reliable and performing better than older engines.
The EVO engine, or Evolution engine, is a V-twin engine used by Harley-Davidson from the late 1980s onward. It is known for its improved reliability and performance compared to earlier engines.
Revolution engine
"But now we're seeing the sportster has taken a shift into it's the 975 CC is in the it's the it's the revolution engine."
The Revolution engine is a newer type of engine used in some Harley-Davidson motorcycles. Unlike older engines that were air-cooled, this one uses liquid to keep it cool, which is a big change.
The Revolution engine is a liquid-cooled V-twin engine developed by Harley-Davidson, introduced in the early 2000s. It represents a significant shift from the traditional air-cooled engines used in earlier models.
liquid cooled engine
"It's a liquid cooled engine doesn't sound the same. Doesn't have that same Harley sound at all. So it was a big shift there, too."
A liquid cooled engine is a type of engine that uses a special liquid to keep it from getting too hot. This helps the engine run better and last longer.
A liquid cooled engine uses a coolant to absorb and dissipate heat, allowing for better temperature control and efficiency compared to air-cooled engines. This technology is common in modern motorcycles and cars to prevent overheating.
Harley-Davidson Sportster S
"...the $10,000 if you can call it entry level sportsters. And even the 1250, you know, Sportster S, like they just have not done as well historically as the sportster line has known."
The Harley-Davidson Sportster S is a motorcycle that has a different kind of engine than older models. It uses liquid to keep the engine cool, which makes it run differently than the classic Harley sound people are used to.
The Harley-Davidson Sportster S is a modern motorcycle that features a liquid-cooled engine, marking a departure from the traditional air-cooled engines associated with the Sportster line. It aims to blend performance with the classic Sportster heritage.
Harley-Davidson Nightster
"the Sportster, Nightster, there's, I guess, three models of Nightster and Sportster in that in that category, that's well under 10 percent of Harley sales."
The Nightster is a newer version of the Sportster motorcycle from Harley-Davidson. It has a stylish design and is built for a fun riding experience.
The Harley-Davidson Nightster is a variant of the Sportster, designed with a more modern aesthetic and performance features. It appeals to riders looking for a blend of classic styling and contemporary technology.
Pontiac dealership
"...my great grandfather owned a Pontiac dealership and I'm trying to piece together an op-ed for Common Tread around, you know, what they did."
A Pontiac dealership is a place where you could buy Pontiac cars and get them serviced. They help customers find the right car and keep it running well.
A Pontiac dealership is a retail location authorized to sell Pontiac vehicles. Dealerships often provide services like repairs and maintenance, in addition to selling new and used cars.
LiveWire
"...but I believe with live wire, they're actually technically at this point a separate company with a separate CEO and vision."
LiveWire is a brand that makes electric motorcycles. It started as part of Harley-Davidson but is now its own company, aiming to attract new customers with electric bikes.
LiveWire is an electric motorcycle brand that originated as a project within Harley-Davidson but has since been spun off into its own company. It focuses on producing electric motorcycles that appeal to a new generation of riders.
Harley-Davidson LiveWire
"So we had the original LiveWire 1, which was basically, you know, first started out as the Harley-Davidson LiveWire before the company was spun off."
The Harley-Davidson LiveWire is an electric motorcycle made by Harley-Davidson. It was one of the first electric bikes from the brand and had a high price when it first came out.
The Harley-Davidson LiveWire is an electric motorcycle that represents the brand's entry into the electric vehicle market. Initially launched with a high price point, it has undergone changes in branding and pricing since its introduction.
Honda Shadow 750
"...compete with Honda Shadow 750? Like if you had $6,000 to spend, in the past, a Honda Shadow 750 versus like the Street 750..."
The Honda Shadow 750 is a type of motorcycle made by Honda. It's known for being a good choice for beginners because it's comfortable and easy to ride.
The Honda Shadow 750 is a popular cruiser motorcycle known for its reliability and comfortable ride. It features a V-twin engine and is often praised for being a good entry-level bike.
CC (cubic centimeters)
"...we sell a ton of product for 883 and 1200 CC you know, Sportsters."
CC means cubic centimeters, which is a way to measure how big an engine is. A higher CC usually means more power for the motorcycle.
CC stands for cubic centimeters and is a measurement of engine displacement. It indicates the size of the engine and can affect the power and performance of the motorcycle.
Akrapovič
"...then you look or you need to look no further than a new Akrapovič exhaust. Akrapovič is a premium manufacturer or premium exhaust for your premium motorcycle."
Akrapovič makes special exhaust systems that can make your motorcycle sound better and perform better. They are known for their quality and premium products.
Akrapovič is a well-known manufacturer of high-performance exhaust systems, particularly for motorcycles and sports cars. Their products are designed to enhance engine sound and performance.
Honda C100 Super Cub
"...shout out to John. Pretty close. John, thank you for sending us in the audio clip of your 1966 Honda C100 Super Cub. You know, a fun little fact here as our producer Chase has pointed out..."
The Honda C100 Super Cub is a small motorcycle that many people love for its dependability and ease of riding. It's famous for being one of the most popular motorcycles ever made.
The Honda C100 Super Cub is a classic motorcycle known for its reliability and efficiency. Launched in 1958, it became the best-selling motorcycle in history, thanks to its simple design and ease of use.
Honda CB750 Hornet
"Joe wrote in and said, with the CB750 Hornet available and the seeming resurgence of sport tours..."
The Honda CB750 Hornet is a type of motorcycle that is popular for being easy to ride and fun. It's known for being good in different riding situations, making it a great choice for many riders.
The Honda CB750 Hornet is a middleweight motorcycle known for its versatility and performance. It has gained popularity for its agile handling and user-friendly characteristics, making it suitable for both new and experienced riders.
Honda That Honda
"...'re seeing from a lot of manufacturers. We argued that Honda hasn't really seemed to have done that yet. You k..."
The Honda That's is a small car made by Honda that is designed to be very practical and easy to drive in the city. It's great for people who need a compact vehicle that can fit into tight spaces and is good on gas.
The Honda That's is a compact car produced primarily for the Japanese market, known for its unique design and practicality. It is often discussed for its innovative use of space and fuel efficiency, appealing to urban drivers looking for a small, versatile vehicle.
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